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Building a Loyal Customer Base. January 24, 2012. A special thank you to:. Thank you for joining us – we will be starting at 2:00 PM ET/11:00 AM PT

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Building a Loyal Customer Base

January 24, 2012

A special thank you to:

Thank you for joining us – we will be starting at 2:00 PM ET/11:00 AM PT

If you are unable to hear music at this time, please make sure that your computer speakers are turned on and that your system has not been muted.


Today’s Speakers

Mark Pageau

Director of Sales


Walter M. Kohn


Spectra Integration


Barbara Pellow

Group Director



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  • Building Loyal Customers Takes Expertise Barb Pellow
  • Building a Loyal Dealer Base Walter Kohn
  • Driving Loyal Members and Donations Mark Pageau
  • Recommendations and Conclusions
  • Questions


or better yet get a partner with loyalty programs expertise
Or Better Yet… Get a Partner with Loyalty Programs Expertise!
  • If you know your product, you are a human CATALOG
  • If you know your services, you are a TECHNICIAN
  • If you can match your products and services to the customer's needs, you are a SALESPERSON
  • If you know a customer's problems and business, you are a CONSULTANT
  • If you know a customer's industry, market challenges, and competitors, you are an EXPERT


loyalty programs
Loyalty Programs
  • Clear benefits
  • Achievable rewards
  • Consistency
  • Sustainability
  • A feeling of appreciation
  • Engaging
  • Personalized and ongoing print and electronic communications
  • Rewarding referrals


a movement toward more targeted campaigns but personalization isn t enough
A Movement toward More Targeted Campaigns… but Personalization Isn’t Enough!

What percentage of your marketing campaigns fit into the following categories?

N = 466 Marketers

Source: Capturing the Cross-Media Direct Marketing Opportunity, InfoTrends, 2010


average number of media types used in a direct marketing campaign
Average Number of Media Types Used in a Direct Marketing Campaign

How many different types of media does your company use for a typical direct marketing campaign?

Mean = 3

N = 518 Marketers

Source: Capturing the Cross-Media Direct Marketing Opportunity, InfoTrends, 2010


top challenges for executing cross media marketing campaigns
Top Challenges for Executing Cross-Media Marketing Campaigns

What are your company’s top THREE challenges associated with executing marketing campaigns across multiple media types?

Multiple Responses Permitted

N = 518 Marketers

Source: Capturing the Cross-Media Direct Marketing Opportunity, InfoTrends, 2010


a journey an evolution expertise
A Journey… An Evolution… Expertise

A journey of a thousand miles starts with a single step.

  • Confucius


walter kohn director of sales
Walter Kohn

Director of Sales

a natural evolution
A Natural Evolution
  • Short run offset and digital
  • Web portals for online print ordering
  • Variable data
  • Print management
mailing and fulfillment
Mailing and Fulfillment
  • USPS Certified Mail House
  • Pick and Pack
  • Kitting
  • Portals
  • Warehousing
  • Smart Fulfillment
expanded marketing skills
Expanded Marketing Skills
  • Branding
  • 1:1 Marketing
  • Creative
  • Direct Mail
  • E-Marketing
  • PURL Technology
  • Website Development
  • SEO
  • Cross-Media
and ultimately loyalty and incentive programs
…And Ultimately Loyalty and Incentive Programs
  • Creation of recognition programs for sales motivation
  • Point-based incentives
  • Partners that work with us to manage a catalog of more than 15 million products online as well as hand coordination and fulfillment of incentives
  • Customized 1:1 printing and marketing for ongoing engagement
  • Leverage partners where appropriate to fulfill our mantra of Outsource to the OneSource
an array of customers from print management to roi driven direct marketing programs to incentives
An Array of Customers… From Print Management to ROI-Driven Direct Marketing Programs to Incentives

AgFirst Farm Credit Bank

investments and partnerships to outsource to the onesource
Investments and Partnerships to Outsource to the OneSource





Database Services

Digital Color Printing

Online Portal Technology

supporting Fulfillment Services

Digital Black & White Printing

  • Cross Media
  • Marketing Strategy & Implementation
  • PURL, E-Mail, and Social Media
  • Video creation and production
  • Branding of Promotional items and apparel
  • Large Format Banners, Trade show displays

Binding for On-Demand

Book Publishing

about us
About Us
  • Formed in 1951
  • Third-generation family-held company
  • Continued reinvestment in the latest technologies
  • 60,000 square foot state-of-the-art facility is centrally located in suburban Chicago and optimized for distribution
investing in digital
Investing in Digital
  • Two alternatives for digital:
    • Production of short run work


    • Creation of productive 1:1 marketing and direct mail
  • Built expertise in cross-media communications (the road less traveled)
what darwill does expertise
What Darwill Does: Expertise
  • Database services
  • Marketing and analytics
  • Data processing
  • Strategy
  • Cross-media – pURLS, microsite development, e-mail, and mobile
  • Printing – Static and variable, digital and offset
  • Fulfillment
who we do it for a focused approach
Who We Do It For: A Focused Approach
  • Non-profits and associations
  • Consulting firms
  • Higher education
  • Advertising and marketing
associations and non profits memberships and loyalty count
Associations and Non-Profits: Memberships and Loyalty Count!
  • Retention is critical
    • Minimize the churn
    • “Bird in the hand”
  • Recruitment is important
  • Limited staffing for marketing initiatives
    • One-stop shopping
a case in point the art institute of chicago was seeking an expert
A Case in Point: The Art Institute of Chicago was Seeking an Expert
  • Needed to:
    • Upgrade the quality and impact of membership materials
    • Improve the efficiencies of the current fulfillment process
    • Identify a partner who could quickly and reliably deliver outsourcing
expert ideas count
Expert Ideas Count!
  • Ideas
    • Simplify and create a more streamlined fulfillment process
    • Ensure quality/accuracy by having an employee double-check packets at the end of the process
    • Explore ways to save money with postage by leveraging cross-media tools
results matter
Results Matter!
  • Results
    • AIC saved thousands on postage
    • Time spent by staff on non-core duties was reduced
    • Let the staff focus on strategies for growth and expansion
    • Improved efficiencies
recommendations for success in non profit loyalty programs
Recommendations for Success in Non-Profit Loyalty Programs
  • Significant market opportunity for loyalty programs across all marketing segments
  • Non-profits are light on staff and are looking for “full service” partners
    • Most non-profits have no marketing department, so they are seeking a coach (expert) to help them deliver effective campaigns
    • They want a partner who understands their business processes
  • Building expertise in specific vertical segments along with the right technologies is key to differentiating your business


in conclusion

In Conclusion…


loyalty programs opportunity for print and value added services
Loyalty Programs = Opportunity for Print and Value-Added Services





success means
Success Means:
  • A targeted market
  • An expert understanding of the customer’s business issues
  • A cross-media approach to engage your customer’s clients, including print, mobile, social, and online
  • A cross-media approach to drive interaction via the Web and via electronic communications to save money and accelerate response times
  • ROI for you and your customers through loyalty programs


“Do what you do so well that people will want
to see it again and bring their friends!”



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